1. MKT 202, Taufique Hossain An Overview of Marketing

2. Organization and its departments Finance Human Resource Marketing Sales Customer Care IT

3. What is Marketing The American Marketing Association’s definition on marketing: Marketing is the activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large. “Marketing is too important to be left only to the marketing department”

4. What is Marketing A Philosophy An Attitude Promotion Pricing Products Distribution A Perspective A Marketing Orientation Activities that implement these:

5. Areas in Marketing PR & Communication PR ATL – Advertisements (TV, Radio, Newspaper, Outdoor) BTL – Sales promotion, Sponsorship, Direct Marketing, Personal Selling Media Planning Market Research Distribution Product Planning Analysis and Planning

6. Vital Marketing Activities for Organizations Assess the wants and satisfaction of customers Design and manage product offerings Determine prices and pricing policies Develop distribution strategies Communicate with present and potential customers

7. Marketing Management Philosophies Sales Market Societal Production internal capabilities of the firm satisfying customer needs and wants while meeting objectives satisfying customer needs and wants while enhancing individual and societal well-being aggressive sales techniques and belief that high sales result in high profits OrientationFocus is on…

8. Market Orientation Focus on customer wants and needs to distinguish products from competitors’ offerings Integrate all the organization’s activities to satisfy these wants Achieve the organization’s long-term goals by satisfying customer wants and needs legally and responsibly Companies guided by the marketing concept:

9. Achieving a Marketing Orientation Obtain information about customers, competitors, and markets Examine the information from a total business perspective Determine how to deliver superior customer value Implement actions to provide value to customers

10. An organization exists not only to satisfy customer wants but also to preserve or enhance individuals’ and society’s long-term best interests. Societal Marketing Orientation Less toxic products More durable products Products with reusable or recyclable materials

11. Sales and Marketing Orientations Compare these orientations against five categories: Organization’s focus Firm’s business Those to whom the product is directed Firm’s primary goal The tools used to achieve those goals

12. What is the organizatio n’s focus? What business are you in? To whom is the product directed? What is your primary goal? How do you seek to achieve your goal? Sales Orientation Inward, on the organization’s need Selling goods and services EverybodyProfit through maximum sales volume Primarily through intensive promotion Market Orientation Outward, on the wants and preferences of customers Satisfying customer wants and needs and delivering superior value Specific group of people Profit through customer satisfaction Through coordinated marketing and inter-functional activities.

13. Customer Value To increase customer value, marketers: Offer products that perform Earn trust Avoid unrealistic pricing Give the buyer facts Offer organization-wide commitment in service and after-sales support Co-Creation

14. Customer Satisfaction High Customer Satisfaction occurs in firms where: Top management focuses on Customer Satisfaction Employees know their jobs affect customer satisfaction Organizational culture focuses on delighting customers

15. Building Relationships Customer-oriented personnel Employee training programs Empowered employees Teamwork The strongest relationship marketing strategies depend on: